What is the know-how for exhibiting one booth at an exhibition? How to win deals even in small spaces

When exhibiting at an exhibition for the first time, many companies apply for a small space of one or two booths. At actual exhibitions, major companies exhibit in large spaces with 4, 8, or 10 booths, so many people in charge may be worried about whether visitors will come to their exhibition booths.

Even if you only have one booth, by effectively utilizing the space, you can get as many business deals as you would at a major company’s booth. This time, we will introduce know-how that can be effective even in a small one-booth booth.

Disadvantages of one booth compared to other booths

When you attend the booth setup on the setup day just before the exhibition starts, you will see the booths of other exhibiting companies. This was my first time exhibiting, and I only had one booth because I couldn’t afford it, but when I compared the huge booths of major companies, I wondered if I could get business with my small booth.

When exhibiting with one booth, it is important to understand the disadvantages of one booth when designing and operating the booth. There are three disadvantages to having one booth:

① Difficult to secure a booth in a location with foot traffic

At many exhibitions, positions are determined by companies that apply early or have the largest number of booths. In the case of the former, the sooner you apply, the better chance you have of securing a position. However, in the latter case, the decision for one booth will be made later.

Companies with large booths will be located near the entrances and exits of the venue or on corners along the main street, while companies with one booth will tend to be located off the main street, with narrow streets and other booths on both sides. It will be.

The number of people passing by your booth will depend on the location of your booth, as the number of people walking through the venue will change depending on whether you are near the entrance or on the main street. In the case of one booth, it is difficult to secure a position with high traffic, and the number of people who can serve customers tends to be small.

② Difficult to get people to notice the existence of the booth

Each booth is likely to be located off the main street, so the number of people passing in front of the booth will be limited. It will be difficult for visitors other than those who are looking for your company’s booth to notice that your booth exists.

In addition, the space in front of the booth is only about 3 meters long, which is the width of one booth, and since it is off the main street, the road width is narrow, making it difficult to make presentations and get noticed.

③ Upper limit on the number of staff who can respond at the same time

Exhibitors with one booth have limited space, and there is a limit to the number of staff that can work at the same time. The maximum number of people is probably 4 to 5 people, including the staff who will guide you inside the booth and the staff who will greet you outside the booth.

If the number of staff members is too large for the space available, it will be difficult for visitors to enter the booth both physically and psychologically, reducing the number of visitors who can be served and having the opposite effect.

Visitors stopping by the 1-booth booth

Some visitors come with the goal of purchasing some kind of product or service. After visiting the product/service booths, you can walk along the main street and visit the large booths of major companies, or if you see a booth that interests you, you can go off the main street and go into a small street to see it.

By the time I turn into a small street from the main street, I’m already more physically and mentally tired than when I arrived after hours of standing. We are not in a position to respond to information about products and services that are not necessary for our work or of which we are not interested.

Therefore, when exhibiting in one booth, it is important to attract the attention of visitors passing by the booth, find the target audience among them, and guide them to the booth and obtain business negotiations.

Booth setup point for 1 booth

There are three points to consider when setting up a booth to make it effective in a single booth with poor booth location and narrow space.

① The signboard above the booth must be at the specified height.

In order to easily catch the attention of visitors, the signboard placed above the booth will be placed up to the maximum height of the booth as per the exhibition decoration regulations.

In addition to the company and product names shown at package booths, catchphrases of products and services will attract the attention of visitors. Also, make sure the lighting is as bright as possible so that it stands out from other booths.

② Attract visitors’ attention with the booth walls

In the case of one booth, it is likely to be open on one side with other booths lined up on both sides. In that case, the signboard above the booth will be installed parallel to the open surface, so you will not be able to recognize the signboard until you get to the front of the booth.

Booth walls that are close to open surfaces will appeal to visitors passing in front of the booth. It attracts interest with the same catchphrase as the upper signboard, as well as images and illustrations of products and services. Additionally, by setting up displays and playing videos, you can use the sound of the video to attract the attention of visitors.

③ Placed near the open surface of the booth

The layout of the booth will include panels and monitors placed close to the open surface so that they can be seen by visitors passing in front of the booth. Additionally, by locating it close to the open surface, it has the effect of lowering the psychological hurdles for visitors to enter the booth.

Booth management points for 1 booth

On the day of the exhibition, we will introduce the key points to attract more business deals by speaking to people outside the booth and guiding them inside the booth.

① Call out using novelty items and flyers

It is no exaggeration to say that when exhibiting with a single booth, all the customers are attracted to the booth in front of the booth. You must stand about 3m in front of your booth and call out to visitors passing by and guide them into your booth. The time is very short, ranging from 10 seconds to 30 seconds.

While handing out novelties and flyers, ask visitors to stop, introduce your product or service in a few words, and immediately ask them questions to determine whether they are the target customer for the product or service introduction. If you use the same questions to introduce your products and services and identify your target customers, you can attract more likely visitors.

Exhibiting at an exhibition for the first time – Operations that make the most of your booth | MarketTRUNK

②Introducing products and services is the content necessary to win business negotiations.

In order to communicate with as many visitors as possible and win business negotiations, instead of introducing everything from 1 to 10 about your products and services, keep the content necessary to win business negotiations. We will guide you through business negotiations, leaving room for proposals.

What kind of nurturing should I do after the exhibition? Maximize the cost-effectiveness of your exhibition | MarketTRUNK

Regardless of the number of booths, during the exhibition, it is necessary to allocate responsibilities to each visitor, and after the exhibition, it is necessary to follow up without fail, such as by sending a thank you email on the next business day or the day after. It’s essential.

First exhibition exhibition – After-sales follow-up | MarkeTRUNK

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